Differentiate your Business

As I put on my winter coat for the first time the other day, it dawned on me that we probably will not be seeing much of the sun for another six months or so now—and that is enough to dampen anyone’s day. However, despite a noticeable chill in the air, and the darker mornings making it even tougher to get out of bed, there is still plenty to smile about here in the sign industry.

This year, we have been treated to the first edition of Signlink Live, where industry members gathered together to find out about the latest in sign-making technologies. This time of the year is also associated with another leading event in the form of the British Sign Awards.

Organised by the British Sign and Graphics Association (BSGA), the awards pay tribute to the very best in UK sign-making talent, highlighting examples of great work from the past 12 months. With this year’s awards ceremony due to take place on November 9th at the Athena Centre in Leicester, I have taken a look back at past editions to see how previous winners have fared since picking up one of the much-coveted gongs.

And the Oscar goes to…

The 2017 British Sign Awards will mark the fourth edition of the event. BSGA director, David Catanach, has been involved with the event since its foundation and says he never tires of seeing the innovative work of British sign-makers.

“The event is something unique in the industry,” Catanach says, adding: “It brings together a whole range of sign-makers, of every shape and size, together with most of the major suppliers to the industry, in a friendly environment. It’s probably the best networking event of the year for the sign industry and we want to see it continue to develop this year.



“There’s no greater praise than being judged by your peers to be the best at what you do. Winning an Oscar will have a major box office impact for any film, and winning a British Sign Award can have a similar effect for a sign business.

“There can be no greater marketing tool than being able to announce that you produced the ‘Sign of the Year’, won the ‘Small Sign-maker of the Year’ or delivered the ‘Wrap of the Year’. Winning an industry award can influence both present and potential customers and can also have a dramatic effect on staff—what could be better for morale than seeing their hard work recognised and rewarded by their peers?”


As in previous years, the 2017 British Sign Awards will be primarily a daytime event, with the ceremony running from midday until 5pm. Those in attendance will be treated to a reception, followed by a three-course lunch and the presentation of the awards. Tickets can be purchased from the British Sign Awards’ website.



Revealing more about the event, Catanach adds: “This year, we have new hosts in Francine Lewis and Darren Altman. Both are impressionists who made their names on Britain’s Got Talent and have agreed to work together to host our awards. It’s going to be very different and a lot of fun.”

Positive effect

Catanach’s enthusiasm for the awards is clear to see but, as he said, the event is all about the nominees and the eventual winners. Last year, Newman Displays went home with the ‘Construction Award’ and the much-celebrated ‘Sign of the Year’ for its work on signage at the Palace Theatre for Harry Potter and the Cursed Child, a new play related to the famous book series.

Speaking about the win and the impact it has had on business, Mark Hollington, operations director at Newman Displays, comments: “Winning the two awards has had a very positive effect on our business, especially when pitching to new clients when they are after examples of quality previous work. Entering the awards for the first time, and winning has given us the opportunity to network with the other manufacturers in the sector and has raised the company profile in the marketplace.”

Not content with last year’s double win, Hollington reveals the specialist sign and display company, which has a focus on theatre, cinema, and event work, has also put its name forward for the awards this year.

He says: “We’ve again entered this year with a very different project. This year’s entry is for the dressing of graphics externally to the top floors of the Shard in London for the movie Transformers.”

Another company that achieved glory last year is Signbox, a signage specialist with more than 30 years’ experience in the industry. Mark Bartlett, managing director at the firm, reveals that it will compete again at this year’s event, as it seeks to follow up on previous success—winning the ‘Interior Sign Award’.



Bartlett comments: “The marketing benefits of winning an award are numerous from positioning your organisation in the industry, to increasing brand awareness and boosting PR opportunities. They are equally important for your people and positively demonstrate that you value the teams involved. For clients, they give confidence in your quality and a good opportunity for further collaboration.”

With this in mind, Bartlett urges other companies to take part in the event and potentially scoop an honour of their own: “In an increasingly competitive world, the sign industry can always do more to improve, educate, and commercially add value to what we do. For that you need a differentiator and being recognised by the industry for your passion is a great boost for team confidence, employee retention, and the bottom line.”

Healthy competition

Also looking to build on its success at last year’s awards is Is Group, a company that has been delivering sign and brand solutions for more than 35 years. Jane Whitehouse, managing director, says that the double award win has helped to further enhance its reputation.

Whitehouse comments: “The double win has promoted Is Group’s growth over the last few years within the signage industry and strengthened relationships with both suppliers and customers. Winning two awards also gave the team a confidence boost.

“It has also endorsed the company by supporting new business opportunities. Being the winner of two awards showcases the level of skill and standard within today’s competitive sign industry.”



Is Group was honoured with ‘Illuminated Sign of the Year’ for a project at Printworks, Manchester, where it transformed the building’s exterior façade, as well as the ‘Wayfinding Scheme of the Year’ gong for the NOMA development, also in Manchester.

Whitehouse continues: “It is just as important to make an impression within the sign industry as it is to make an impression on clients. By entering the British Sign Awards, you are promoting your projects with confidence—it’s not all about winning.

“You also get a sense of where you are as a company by competing with others and can self-reflect on elements you can improve on or be reassured you have a strong presence in the industry. Competition is healthy.”

On the subject of competition, John Anthony Signs will also be returning to the awards this year in the hope of once again going home with one of the honours. Last year, the company, which specialises in the manufacture and installation of signage, won ‘Architectural Sign of the Year’ for work with fashion store chain Monsoon.

David Fagg, sales director at John Anthony Signs, says: “We pride ourselves on being a quality manufacturer that can take on some of the more complex projects in our industry and sometimes make what our competitors say is impossible; possible. We have now worked in 52 countries across the globe with projects from all market sectors including stadia, airports, museums, retail, automotive, financial, commercial, leisure, and shopping centres to name a few.”

Reflecting on last year’s major win and the impact this has had on business, Fagg continues: “This has reinforced our position as a premier sign manufacturer with the ability to complete very complex projects. We have received a number of opportunities as a direct result of winning the award.



“Winning awards really increases the profile of the business and helps potential clients gain a trust in your abilities much more easily as they see that you are a market leader in your field.”

This final comment from Fagg really sums up the value of getting involved with a high profile industry event such as the British Sign Awards. Nomination puts you and your business firmly in the spotlight, and the eyes of the industry are on you and your work. The awards offer you the chance to really showcase what you can do and promote your services to the masses.

O Factoid: The BSGA has staged the British Sign Awards every year since 2014. O

Although not everyone will go home with an award in November, those that are nominated will be safe in the knowledge that their work has been scrutinised by some of the leading minds in sign-making and was selected as among the best in the business. For those that did not make the cut this year, this is just more of an incentive to come back fighting next time, with more innovative creations that really showcase the imagination and creativity of our great industry.


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